SAP shifting CRM focus from "relationship" to "experience" - Ovum
Posted by Rachel Fielding in Customer experience, Technology on Thu, 26/01/2012 - 01:13
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SAP is looking to distance itself from the CRM competition with a subtle shift in its products' focus from “relationship” to “experience”.
At its recent Influencer Summit, SAP positioned its CRM products using the new messaging with emphasis on social networking, mobility, incorporating back-office data, and data analytics.
But analyst Ovum has warned that although “customer experience” provides SAP with a differentiated message platform against vendors such as Oracle and Salesforce.com, the message is open to misinterpretation because of its use by other vendors in other contexts.
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